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This document provides an introduction to Customer Centered Design (CCD) at BTFG. It discusses building a world-class team with expertise in areas like service design, interaction design, human factors, visual design and business factors. It highlights some early successes using CCD including products like Asgard Infinity eWrap and LifeCentral. The document then discusses key aspects of CCD including insight through empathy, experimentation, and creative collaboration. It emphasizes the importance of understanding customers, testing ideas through prototyping, and bringing together cross-functional teams to generate and build on ideas. The goal of CCD is to design desirable, viable and feasible solutions that meet customer needs.
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- 1. St. George EmergingTalent A brief introduction to Customer Centered Design at BTFG FEBRUARY 2013
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- 5. How do youget better, more creative ideas and solutions for people?
- 6. Service Designer Innovation Coach Interaction Designer Designing the entire Guiding and advising on how Creating compelling digital customer journey across all best to apply CCD. Quality experiences that dovetail with touchpoints, as well as the control. an entire multi-channel service. supporting backend elements. We are introducing new capabilities Human Factors Visual Designer Business Factors Specialist Condense complexity into Bring a business lens to CCD. Conduct and facilitate visual simplicity. Online and Prototype and iterate business empathic customer research. offline. models. Extract insights. 6
- 7. Building a worldclass team Helsinki Oslo London Iowa City San Francisco Silicon Valley Shanghai Sydney 7
- 8. Some successes sofar Asgard Infinity eWrap LifeCentral BT Super for Life BTFG Employee Value Proposition
- 9. So, what isDesign Thinking? 9
- 11. New categories, noprecedent
- 12. Designing services, notjust products
- 14. And we’re ingood company
- 15. Innovations like these helpdeepen customer relationships, build advocacy and drive revenues. 15
- 16. Start here We believe… Desirability Will customers want it? Successful financial services live here Viability Feasibility Is there a strong Can we deliver it? business case? We are using Customer Centred Design to create successful solutions 16
- 17. It is anapproach to innovation that starts with understanding people. 17
- 18. At it’s core,it is about keeping the customer at the heart of what we do. To help us do that there are 3 things. 18
- 19. Insight through empathy Experimentation CreativeCollaboration
- 20. 1. Insight throughEmpathy "If I'd asked my customers what they wanted, they'd have said a faster horse” HENRY FORD
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- 22. say think social do feel cultural Insight through Empathy
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- 25. Things to dotoday… Insight through Empathy 25
- 26. Observation Spending time withusers Insight through Empathy
- 27. Safari Try it foryourself Insight through Empathy
- 28. Inspiration Take a lookat the world around you Insight through Empathy
- 29. 2. Experimentation “Fail early to succeed sooner” DAVID KELLY, FOUNDER OF IDEO
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- 38. Try it tomorrow Insightthrough Empathy 38
- 39. Rapido, piccolo, economico Getvisual and prototyping Experimentation
- 40. Test it Get usersto play with it Experimentation
- 41. “Success is goingfrom failure to failure without losing enthusiasm.” Winston Churchill Experimentation
- 42. 3. Creative Collaboration “The secret is to gang up on the problem, rather than each other” THOMAS STALLKAMP
- 43. Creative collaboration is… respectful & cross functional fuelled by inspiration & insight enabled through story telling and a shared memory optimistic & generative building on ideas (oh and some one needs to be the grown-up) Creative collaboration
- 44. Make space Create sharedmemories that help you collaborate Collaboration
- 45. Tell stories Taking alook at the world around you Insight through Empathy
- 46. Brainstorming Coming up withideas …. lots of ideas Experimentation
- 47. Bring everyone together DV&Fthe thing Collaboration
- 48. ASK who isyour customer & what do they need?
- 49. TOGETHER… get all theright people in the room? Desirability Viability Feasibility
- 50. TRY to embracefailure and learn again and again and again … (bring everyone along on that journey)
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Editor's Notes
- #3 Until recently, the banks felt steady, secure, solid … and able to withstand anything the economy threw at them
- #4 Very soon, our biggest competitors won’t be the other banks. They’ll be 2 friends in a garage with a PC and an idea. We probably won’t be out-resourced, but we risk being out-innovated. Historically, we’ve approached the future in the following way…
- #5 Very soon, our biggest competitors won’t be the other banks. They’ll be 2 friends in a garage with a PC and an idea. We probably won’t be out-resourced, but we risk being out-innovated. Historically, we’ve approached the future in the following way…
- #11 The answer to this begins with a small product design company established in Silicon Valley, over 30 years ago at the birth of the PC era. A company called IDEO.
- #12 The founder, a friend of Steve Jobs, was approached by Steve to design the first consumer mouse. IDEO also designed the first laptop, and is listed listed on the initial patent for a folding, portable computer. how do you design the first of something when there is no precedent? How do you prove that it’s going to be successful? If you’re designing the first mouse, you can’t simply go out and survey existing mouse users about their preferences. So IDEO focused on the potential users of the mouse. By understanding their behaviors, needs, approach to engaging with information and how they hold objects, they were able to identify what might be important to people when using a mouse. In order to conduct this research, they hire social scientists – anthropologists, psychologists … who would interview and observe people alongside engineers and designers.
- #13 They honed their approach on thousands of projects. What they had refined was an approach to problem solving and innovation that can be applied to any problem that has a user of customer. Therefore, not just for product development but also for services, strategies etc. Clients started to approach IDEO to learn the approach, which often uncovered customer needs that they hadn’t identified. Fast forward 30 years. IDEO now tackles big complex problems for governments, non profits and corporates. The above is a project they did for Bank of America, creating enhancements to their debit card. IDEO designers observed people shopping, withdrawing and managing their accounts. They noticed the frustrations people had dealing with change from cash – keeping it in a jar at home. They noticed how some people round up cheques to their utilities to ensure they always had a positive balance. From these observations they developed the concept that every time a customer spends with their debit card, the rounded up amount is transferred to their savings account. Therefore, as they spend they save. This idea has now been adopted by many banks around the world.
- #14 This approach to innovation is now described as design thinking and is now being adopted by companies, non profits and even governments around the world.We are actively building a culture of innovation by applying design thinking.
- #30 Once you’ve understood your customers on a deeper level and identified unmet needs and opportunities, don’t rush to the finish line with the first idea that emerges. Entertain many options and find a way to test them cheaply and quickly. In the above picture, we are testing various service experiences for a High Net Worth individual at our private bank. These two staff members are role playing in front of their peers from across the business. We can test many options quickly and cheaply, before investing heavily in an idea that might not be attractive to customers.
- #32 In addition to service experiences, we are also prototyping spaces.
- #35 digital experiences…
- #42 In order for prototyping to take hold inside an organization, you must be willing to fail. You need to create a culture that gives people permission to try without fear of failure. This is a big reason that design thinking has taken root inside our company. We have leaders who actively support the approach and give permission to their staff to engage.
- #43 I briefly mentioned the importance of creating collaborative teams that solve the problem together…
- #44 In order to successfully innovation, you need a culture that exhibits these qualities. If you squint, everything I’ve discussed today describes an entrepreneurial approach. You need inspiring leaders who are entrepreneurs or seek out and support entrepreneurs. You need to hire for these qualities. Ask yourself whether your organization behaves like this.